From the media to push grassroots financial institutions to spend millions of auditions grassroots spokesmen

It now appears that the 2006 Time magazine has given the world's most high-profile annual figures to ordinary netizens (you) is a very forward-looking arrangement.　　With the popularity of microblogs and other media, the power of grassroots rather than celebrity stars is growing, so much so that it has been noted by the financial industry, which is known for its conservatism and conservatism. Minsheng Bank recently announced that it will launch its own credit card in 2011 The image of the spokesperson, unlike the previous celebrity endorsement, the financial industry is known for the innovation of the bank's spokesperson to come from the grassroots, from the ordinary young groups.　　To this end, the activity prepared a 1 million yuan endorsement fee to encourage the "brave people" from the folk. "A new generation of users more confident, more assertive, more courage to show the true self, rather than blindly chasing popular stars and idols." Minsheng Bank Credit Card Center Director said. As a social phenomenon, the awakening of individual independent consciousness, the media's division has been paid attention by media observers.　　The most popular dating program of the 2010, "Non-interference" and the "we date" in the netizens talked about the male and female guests is the best footnote to this phenomenon. "Compared with beauty, we pay more attention to the beauty of the soul, compared with the ordinary, we value the spirit of struggle, compared with the wealth, we appreciate the spirit of abundance, compared with the personality, we have more respect for introverted self-confidence!" "The slogan of the campaign is simple and powerful, and it strikes the voice of even a.　　These people have become the main force of society, and become the core of the business people. "Relative to 6070 of the ' simple ', too assertive, want to let them like, really impress them too difficult, in addition to preferential activities, other activities they rarely participate in, they tube to participate in our promotional activities for ' weeds wool '."　　"Talking about the problem, a bank credit card center staff a little laugh and cry. The advice of marketing experts is, "don't try to convince them, change them, but adapt to them and cater to them."　　Minsheng Bank Credit Card is doing just that. As a full range for the young group to create exclusive credit card products. The card not only has a card is not valid for an annual fee, the bank to take the free handling fees and other value benefits, but also enjoy the many fashion brands of consumer preferences.　　Relevant responsible person believes that "fashion" as a breakthrough in the card, not only to meet the fashion needs of young people, but also to bring them many practical good, I believe they will be widely embraced. In order to be able to more coverage and impact on young groups, the event also introduced the Sina Portal as a partner, and in the event to join the microblogging as an important platform for communication. If you say, "Network auditions + grassroots" New model, the depth of subversion of the financial industry, "star endorsement" of this traditional marketing, but also let the virtual and the reality of the border more integration, in line with the current Netizen "active participation, self-expression, fair competition" demand, and with the help of the Sina portal brand influence and media appeal, And Sina Weibo platform to the target population aggregation, in the information dissemination of fission spread, real-time expansionDispersion, long tail effect and other advantages, will be able to play a strong role in promoting the activities, no doubt to help Minsheng Bank to open the financial industry "pro-people marketing" new trend. Activities: January 1, 2011 to the end of April, in order to celebrate the 15 anniversary of the founding of Minsheng Bank, Minsheng Bank Credit Card Center launched the People's Livelihood credit card in Card image Network selection contest. As China's banking industry for the first time the national public to seek private spokesmen activities, participants as long as the People's Republic of China and abide by the Constitution, laws and regulations, Can log on the activity webpage minsheng.sina.com.cn, according to the stipulation uploads the personal data, has the opportunity to win 1 million yuan image endorsement fee.　　This is a completely civilian, popular activities. The competition schedule of this contest is divided into four stages: registration audition, semi-finals, promotion, final and award. During the competition, participants will perform literary talent, talent, expressive force assessment and comprehensive quality display, and accept the comprehensive network vote and guest vote. The contest will eventually have 10 players in the final, a total of six awards. In addition to the selection of a man and a people's livelihood credit card in the image of the spokesperson, will also produce a single award, promotion, finalist, Lucky Fan Award, and in accordance with the promotion and final two stages of the total number of votes will be selected in the 10 contestants "the most popular award."　　The award-winning list is expected to be published in mid-April 2011 in the Sina feature page, and winners of all awards will receive different levels of cash or prizes and equity rewards. As of December 2010, the number of people's Livelihood credit card issuance has exceeded 9 million, live card rate, card average turnover and other operating indicators are located in the industry leading position, and has achieved three consecutive years of profitability.